New Home Mortgage brings a new type of mortgage lending system to the market, one designed to win back trust from both builders and buyers. Building off the brand equity of parent company New Home Star, New Home Mortgage needed to launch with a distinct brand. The branding process required developing a brand position statement, mission, vision, and brand values. The voice and lexicon proved especially challenging since New Home Mortgage served three different audiences: home builders, home buyers, and sales agents. The final brand identity also leaned heavily into the origin story of the company founder making this one of the more personal brand stories I’ve been a part of.